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Exposure to Televised Alcohol Ads and Subsequent Adolescent Alcohol Use

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Objective: To assess the impact of televised alcohol commercials on adolescents' alcohol use. Methods: Adolescents completed questionnaires about alcohol commercials and alcohol use in a prospective study. Results: A one standard deviation increase in viewing television programs containing alcohol commercials in seventh grade was associated with an excess risk of beer use (44%), wine/liquor use (34%), and 3-drink episodes (26%) in eighth grade. The strength of associations varied across exposure measures and was most consistent for beer. Conclusions: Although replication is warranted, results showed that exposure was associated with an increased risk of subsequent beer consumption and possibly other consumption variables.
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Keywords: adolescence; advertising; alcohol; longitudinal

Document Type: Research Article

Affiliations: Institute for Health Promotion and Disease Prevention Research, University of Southern California, Alhambra, CA

Publication date: 2004-11-01

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  • The American Journal of Health Behavior seeks to improve the quality of life through multidisciplinary health efforts in fostering a better understanding of the multidimensional nature of both individuals and social systems as they relate to health behaviors.

    The Journal aims to provide a comprehensive understanding of the impact of personal attributes, personality characteristics, behavior patterns, social structure, and processes on health maintenance, health restoration, and health improvement; to disseminate knowledge of holistic, multidisciplinary approaches to designing and implementing effective health programs; and to showcase health behavior analysis skills that have been proven to affect health improvement and recovery.

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